The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Design thinking—not spreadsheet thinking—is the management tool that can transform a company into a powerhouse of non-stop innovation.

This was one of the first books to propose “design thinking” as a primary innovation tool for brands and businesses. It lays out 16 “levers of change” that can help companies build a broad culture of innovation.  

Who should read it:
This is the perfect book for CEOs, design leaders, marketing directors, and brand managers who want to make their company more innovative. It’s also great for HR directors with responsibility for building a more creative culture.     

The Designful Company makes a great contribution to our understanding of design as a core competence.” —Roger L. Martin, Dean of the Rotman School of Management, and author of The Design of Business

“At last. A book that clearly articulates how and why design is absolutely fundamental to the success of business today.” —Thomas Lockwood, PhD, president, Design Management Institute

“If this is your first Neumeier book, you’ll be blown away.” —Garr Reynolds, professor of management, Kansai Gaidai University